Two Decades of ‘Life Jingalala’: Tata Play Celebrates Its Iconic Tagline Through the Sounds of Folk India
● Tata Play’s 20th anniversary campaign has been conceptualised by Ogilvy.
● The campaign brings together folk musicians and regional artists across six languages to reinterpret one of India’s most memorable tagline – Isko laga dala toh life jingalala
● Features celebrated folk maestros from across India, including Padma Shri Darshanam Mogilaiah, Padma Shri Shree Bhiklya Ladkya Dhinda, Mooralala Marwada and Nathoolal Solanki, alongside other accomplished musicians.
Tata Play today unveiled a new campaign to commemorate its 20th anniversary. Reimagining its iconic ‘Life Jingalala’ tagline, the campaign celebrates India’s diverse musical heritage, reflecting Tata Play’s enduring relationship with millions of households in India.
Conceptualized by Ogilvy, the campaign is built around a simple yet evocative question: “What does it feel like when life is Jingalala?” Reimagining Tata Play’s iconic tagline through the lens of India’s rich and diverse folk music traditions, the campaign brings together folk musicians and regional artists from across the country. Brought to life through an original soundtrack by Maati Baani, with music production and direction by Kartik Shah, the campaign presents authentic interpretations rooted in the cultural identity of each region. Presented in Tamil, Telugu, Kannada, Bangla, Awadhi and Gujarati, each rendition draws from local language, musical heritage and storytelling traditions, celebrating India’s cultural diversity while underscoring a shared love for entertainment that transcends boundaries.
The artist featured is Padma Shri Darshanam Mogilaiah, the acclaimed Kinnera maestro from Telangana; Traditional instruments including the Kinnera, Dholak, Harmonium, Mashak, Banjo, Jodiya Pawa, Surando, Nagara and Gummeta lend authenticity to each composition, creating a contemporary interpretation of Life Jingalala.
Over the years, ‘Life Jingalala’ has become synonymous with the joy of better entertainment. First brought to life through memorable campaigns featuring Aamir Khan, Amitabh Bachchan, Kangana Ranaut, the tagline evolved alongside the brand, from Tata Sky to Tata Play, through campaigns with Saif Ali Khan, Kareena Kapoor Khan, R. Madhavan and Priyamani. Over the years, it has reflected Tata Play’s commitment to staying culturally relevant while strengthening its connection with audiences across the country.
